THE ROLE OF ADVERTISING IN BRAND BUILDING

(CASE STUDY OF NIGERIA BOTTLING COMPANY)

ABSTRACT

This study examines the role of advertising in brand building taking Nigeria Bottling CompanyPlc. as a case study. Four research questions were formulated, these are: how important is advertising to brand building? Are they any relationship between advertising and brand building? Is there any negative effect of advertising on an organization? What roles does advertising play in promotional strategy? In other to obtain data for the study, 50 questionnaires were administered which all were retrieved, and interviews were conducted among selected heads of departments. This was analyzed using simple percentage. This study found out that advertising is very vital in building one’s brand but with the right marketing mix. It also found out that advertising helps in increasing sales and very profitable in an organization.

CHAPTER ONE

1.1   Background of the Study

There are numerous definition of advertising, there is no one generally accepted definition due to its wide nature.

For Albert Lasker, who has been labeled the father of modern advertising “Advertising is salesmanship in Print” he could be right based on the fact that he gave this definition when all adverts were in print. (Arems Williams 2009, Pg. 3)

Frank Jefkins (2007; Pg. 17) min his book “Advertising Made Simple”, says “advertising is the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost”.

OluFalemo (2007; Pg. 18), defined advertising as “mainly pad communication, the ultimate aim in which is to make the target audience form  a good image about a product or services and induce action beneficial to the advertiser in the form of sale or product or services”

For the purpose of this study however, advertising in my own words “is a form of communication for marketing which is used to encourage, persuade or manipulate on audience (viewers, readers, listeners, or sometimes a specific group) to continue to take some new action.

Advertising however, in this study would be considered to include all above the line and below the line advertising. Above the line advertising refers to: advertising exposed through the major media such as radio, television and billboards. On the other hand, below the line advertising has to do with advertising done on such thing as: bulletins, calendar, T-shirt, caps, gift item and other point of sales materials. (kieval J. kumar 2008 Pg. 117-120).

Advertising as defined by the advertising practitioners council of Nigeria (APCON) “is a form of communication through the media about product, services or ideas paid for by an identified sponsor withthe aim of imparting information about the product, services or opinion. (APCON, 2005; PP 17-20).

Advertising can be considered an institution within the social, ethnical, economic and legal environment. Some would argue that the institute exercises social control but has a social responsibility making people accept what advertising offers rather than giving the complete information on all that is available (David Schmer, 2002 Pg. 8). However, advertising’s purpose is to promotethe sale or use of goods and services.

The conception of brand has marked a turning point in business whether its regard as brands identify, brand equity, or brand loyalty (Hart and Murphy, 2008 pg. 12). The brand now places a first impression in the product market. It set what people consider and also determines whether the business will succeed or even fail. A brand therefore is the most important part of the business because the success of brand is identical to the business success.

A brand is not a product. It is more prominent than a product itself. It leads company in the way to differentiate product from competitors. The competition in specific direction is the key issue that brand is facing nowadays. Thus brand is a challenge for the company to become globally competitive in this globalization zone. (kafferer 2007, pg. 18).

In essence, it is safe to say a brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as “Cultural accessories and personal philosophies”.

A brand is a product, service or concept that is publicly distinguished from other products, services, or concept so that it can easily communicated and usually marketed. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

For an organization to achieve its set target it must attempt to effectively manage the element of marketing mix, product, price, place and promotion activity is part of the communication elements (Michelle 2008, Pg 12). Advertising is intended to make the product known to the consumers. It is used to inform the consumers’ original impression about the product.

There is therefore an argent need for the manufacturer to centrally reveal what the people (consumer) want (product) how they want such a product or service. They are willing to buy such product.

1.2   STATEMENT TO THE PROBLEM

Advertising is one of the marketing mix, its primary purpose is the promotion of service or product values. But a number of questions have been raised as to its contribution to business growth. There has always been a raging controversy and contention as to whether advertising is an unnecessary cost or a value investment. Critics of advertising see it as an unavailable investment that yields no dividends, while the patron saints believe that it is a paramount tool of marketing as regards promotional strategy, which if well applied, could share up sales volume and increase profitably. (Josef 2000; Pg. 20).

In essence, this study intends to find out the link between

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THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

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ASSESSMENT OF THE IMPACT OF FOREIGN MEDIA CAMPAIGN ON HIV/AIDS ERADICATION IN NIGERIA
A CASE STUDY OF BBC WORLD SERVICE TRUST IN KANO METROPOLIS (HIV/AIDS PROJECT)

 

TABLE OF CONTENT

 

Introduction

Statement of the Problem

Objective of the Study

Significance of the Study

Definition of Terms

Historical Background of BBC-WST

HIV/AIDS Campaign programmes of the BBC-WST in Nigeria

Historical of Kano state

Impact of the BBC-WST on HIV/AIDS Eradication Campaign in Kano.

Problem Faci ng the BBC-WST on HIV/AIDS Eradication Campaign in Kano State.

Possible solution to the Problem

Conclusion

References

Appendix

Recommendation

INTRODUCTION

Acquired Immune Deficiency Syndrome (Aids) virus is a dangerous disease for human being, which rapidly growing in the world. It because the most concerned human disease these day all over the world.

 

The virus is very harmful and is have no cure. Someone contrast it into his blood cells. But the major concern about the virus contracting to human is how to manage and live a healthy life without stigmatization.

 

According to the avert research unit the first case of Aids in Nigeria was identified in 1986. since then, the federal Ministry of health has been carrying out a National Hiv/Syphilis Sentinel seroprevalence survey from 1991 in every two years to date.

 

The 2003 survey of the federal Ministry of Health, estimated that there were three million (3,300,000) and three hundred thousand adult loving with HIV/AIDS in Nigeria, and one million nine hundred thousand (1,900,000) about 57% of these were women in the same year, the National HIV prevalence had dropped to 5% to 5.8% in 2001.

 

However, it fund that, state prevalence rates varied from as low as 1.2% in Osun state to as high as 12% in Cross River state. Overall of is of Nigeria’s 36 states had an HIV prevalence, over 5%. In 2005, it was estimated there were two hundred and twenty thousand (22000) death from AIDS and nine hundred and thirty thousand AIDs Orphans living in Nigeria. There has been an alarming increase in the number of HIV positive children, in recent years, 90% of whom contract the virus is from their mothers.

 

Currently, very few Nigerians have access to basic HIV/AIDS prevention, care support or treatment services such as Antiretroviral drugs and therapy (ARV/ART) in which provided by the National Antiretroviral programme. There are governmental and non governmental organisation (NGO`s) which provides such services to the victims of HIV/AIDS. Such as;

• National Action Committee on Aids (NACA)
• State Action Committee on Aids (saca)
• Local Action Committee on Aids (LACA)

 

Those are the governmental outlets for HIV/AIDS eradication Committee in Nigeria. It varies from local government to the state, up to the federal level. Among the non-governmental organisation are

• Society for Family Health (SFH)
• International Centre for Sexual Reproductive Rights (INREESE).
• United States Agency for international Development (USAID).
• Department for international Development (DFID).
• BBC World Service Trust (HIV/AIDS PROJECT) (BBC – WST).

 

Those are the few among others which are working towards the eradication of HIV/AIDS in Nigeria. And at the same time they are working toward the sexual reproductive health as a process of eradicating the virus contract here in Nigeria and the World in general.

 

STATEMENT OF THE PROBLEM

According to the avert research 80% of HIV/AIDS infectionsin Nigeria are transmitted by intersexual sex. Factors contributing to this include the lack of knowledge and information about sexual reproductive health and HIV/AIDS issues. Low level of condom use is also contributing high level of sexual transmitted infections always make it easier for the virus to be transmitted.

 

Blood transfusion is also responsible for about 10% of all HIV infections. There is a high demand for blood because of road accidents blood loss from surgery and child birth or anemia from malaria. Its is also observed that the reason behind the persistent high rate of aids in Nigeria is as a result of knowledge among people even with the media campaigns on how eradicate the virus like the BBC-WST campaign. This informed the need for a study to assess the impact of the BBB-WST campaign project on HIV/AIDS eradication in

 

 

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THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

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CHALLENGES OF THE FREEDOM OF INFORMATION BILL TO THE BROADCAST MEDIA  (CASE STUDY OF NTA KADUNA)

 

ABSTRACT

One of the cardinal points upon which the freedom of information Bill is founded is the promotion of an enabling environment for unfettered access to information as it concerns the conduct of public affairs, records and documents. Considering that one of the major set backs of the growth of the Nigeria’s fledging democracy is the fact that most official transactions, both in public and private sectors are shrouded in secrecy. This study however, shall highlight the present challenges the delay in the passage of the Freedom of Information Bill pose to the media and the society. The case study for this research is NTA Kaduna network. The survey research method is used while the simple percentage is used for analyzing responses gotten from questionnaires administered.

 

          CHAPTER ONE

• Introduction

1.1     History of Case Study

1.2     Statement of General Study

1.3     Aims and Objectives of Study

1.4     Hypothesis and Research Questions

1.5     Theoretical Frame work

 

CHAPTER TWO

• Literature Review

2.1     Democracy and its Obligation

2.2     Nigeria’s Obligation under International Law to have Access to Information Law

2.3     Freedom of Information Bill and the Media

2.4     National Security Interest and Official Secrets

2.5     Freedom Laws in two Worlds

2.6     Benefits of the Freedom of Information Bill

 

CHAPTER THREE

• Research Methodology

3.1     Technique and Method of Data Collection

3.1.1  Primary Data Collection

3.1.2  Secondary Data Collection

3.2     Justification for Approaches used

3.3     Data Gathering Instrument

3.4     Research Population and Sample Size

3.5     Data Analysis Technique

 

CHAPTER FOUR

• Data Presentation and Analysis
  • Analysis and interpretation

4.2     Test of hypothesis

 

CHAPTER FIVE

5.0     Summary, Conclusion and Recommendation

• Summary
• Conclusion
• Recommendation

Appendix

Questionnaire

Bibliography

 

CHAPTER ONE

• Introduction

The Freedom of Information Bill (FOI) is a bill that, if passed into law, will give every Nigerian access to information, records and documents held by government bodies and private bodies carrying out public functions.

It applies to all arms of government: the Executive, Legislature and Judiciary as well as to all tiers of government: Federal, State and Local Governments.

So far, Nigeria has no law which guarantees citizens access to public records and information. On the contrary, many Nigerian laws have secrecy clauses prohibiting the disclosure of information e.g. the official secrets Act, the Criminal Code, the Penal code e.t.c.

Restricting access to vital information starves the press of the legal authority to publish or broadcast what they know to be true. The Nigerian press has for many years been accused of sensationalism as against fact-based journalism because their reports appear to be unbacked with evidence.

The FOI Bill has gone through three readings and a public hearing and has been passed by the lower chamber of the National Assembly, and at the Senate, it has also passed through three readings and a public hearing awaiting harmonization and presidential assent to become law.

 

1.1     HISTORY OF CASE STUDY

In February 1962, the Broadcasting Company of Northern Nigeria known as BCNN was born. It was commissioned on 15^th March, 1962. BCNN was established by the premier of the then Northern region, the Sardauna of Sokoto, Late Sir Ahmadu Bello. He wanted a medium through which he could sell his government’s policies and bring development to the whole of the north, because he felt that the existing Radio Station, the NBC was not giving adequate coverage to his government and indeed the activities of the Northern region. The Station started in monochrome. In 1963, the RTK (Radio Television, Kaduna) arm was established the combination was known and still remained as RTK (Radio Television Kaduna).

The television arm was excised from the former Broadcasting Corporation of Northern Nigeria (BCNN) with Decree No. 24 of May 1977 which took effect retrospectively from 1^st April, 1976.

The station has two (2) 10KW transmitters: Larcan Transmitter installed in April, 1994 and Rhodes and Schwarz (R & S) installed in year 2000, both transmitters are located at No. 99 Isa kaita Road, Kaduna.

 

Objectives of NTA

The NTA derives its objectives from the overall aims of broadcasting in Nigeria. As a medium of communication, television seeks to enrich life of the average Nigerian by influencing positively his social, cultural, economic, political, and technological thinking. It also brings him news and information about national issues. Besides this, it serves as a source of entertainment. Television promotes cultural awareness and seeks to preserve Nigeria’s rich culture. Through the medium, artistic and intellectual creativity are developed. Therefore, all programmes and coverage should be audience – oriented and guided by the nation’s social, political, moral, cultural, scientific, educational and economic goals.

 

NTA’s Vision and Mission

Vision

“To be a World-Class television Network”

Mission

“To provide excellent television services worldwide and project the true African perspectives.”

The station (NTA Kaduna) has six departments

• Programmes:

The Programmes Department is responsible for planning and producing programmes for transmission; the programs types are light entertainment, drama, variety and documentary.

The department is also responsible for all OB coverages and contributions to networks programmes.

 

– News Department

The News department is responsible for News and Current Affairs Programmes. It is statutorily vested with the responsibility of gathering and broadcasting News from all sources within the country some of its star programmes are News World, Weekend Panorama, Guests of the Week and Issues of the Moment.

 

 

 

• Engineering Department

The department is responsible for the maintenance of all equipment and daily transmission of programmes. As a Zonal Centre, it contributes to transmission of network programmes. It is equipped to cover and transmit live programmes from any location within the zone.

• Administrative Department

The department is the human resource and personnel arm of the station. It is in charge of policy interpretation and implementation.

• Finance Department

The finance department manages the finances of the station.

 

• Marketing Department

The marketing department is responsible for the marketing and advertising activities of the station.

Nigerian Television Authority (NTA) Kaduna is located in the heart of the city at No. 7 Yakubu Gowon Way, Kaduna.

The station has staff strength of Ninety – Seven (97).

 

• Statement of General Problem

For over eight years, the protagonists of the Freedom of Information Bill have been toiling to it get passed at the National Assembly. The bill was presented initially in 1999 when the return to democratic governance heightened the expectations that there will be increased disposition towards freer information access by those in power.

By August 2004, the House of Representatives passed the Freedom of Information Bill and two years later by 2006, the Senate by a consensus vote passed the same bill.

 

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THE IMPACT OF WOMEN IN ADVERTISEMENTS (A CASE STUDY OF DELTA SOAP TELEVISION ADVERTISEMENT)

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TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Proposal

Table of contents

CHAPTER ONE

• INTRODUCTION

1.1 Background of the study

1.2 Importance of study

1.3 Research problem

1.4 Research question

1.5 Research hypothesis

1.6 Assumptions

1.7 Limitations of the study

1.8 Distinguishing features

1.9 Conceptual and operational definition

1.10 Frame work

CHAPTER TWO

• LITERATURE REVIEW

2.1 Sources of literature

2.2 The review

2.3 Summary of literature

CHAPTER THREE

• RESEARCH METHODOLOGY

3.1 Research method

3.2 Research design

3.3 Research sample

3.4 Measuring instrument

3.5 Data collection

3.6 Expected result

CHAPTER FOUR

• DATA PRESENTATION AND ANALYSIS

4.1 Data analysis

4.2 Result

4.3 Hypothesis test

4.4 Findings

CHAPTER FIVE

• SUMMARY, RECOMMENDATIONS AND CONCLUSION

5.1 Summary

5.2 Conclusion

5.3 Recommendation

Bibliography

Questionnaire

CHAPTER ONE

• INTRODUCTION

1.1     BACKGROUND OF THE STUDY

It is rare these days to see adverts broadcast on television without women playing prominent and visible roles, which range from complementary, subjective, subordinate to major actors in most television adverts. These roles may be ascribed by men who may not only enhance the product being advertised, but add colour, glamour and pleasant feelings to viewers whose interest, attention and patronage are very much sought after.

Thus, women could be seen oftentimes in the background performing seductive roles in Delta soap. The sole attraction and the major actors were the women shown at the pitch where the glamour was most manifest. Although, there were men there, but women was usually the first attraction.

Women are, therefore, beginning to get involved in adverts not only as subordinates but also as major characters and most time found themselves in decision making positions. The term advertising and advertisement can be defined in many different ways. One widely used definition appropriate for many years by no longer so was simple “salesmanship print”.

Perhaps a more precise definition of the subject would be: advertising, the paid use of adoption of a product, service or idea. An identified sponsor could also define it as any paid form of non-personal presentation and promotion of ideas, goods and services.

Although, modern advertising is only about 100 year old and the use of advertising actually dates back at least to the 10^th century BC. The use of picture in advertisements is necessary. Advertisements with names and symbols on them are always easy from both illiterates and literates to identify with the developments of printing, advertising made its first appearance in a form more nearly related to its present one.

A small poster by William Claxton 1450 promoted the sale of a service book published. The first known newspaper advertisement also was a book notice which appeared in a German News book in 1591.

It is of note that the common forms of advertising at that time were newspaper, street signs, posters, hand bills. The use was made of by United States Government of advertisement during the civil war to sell bonds.

The radio made its incursion into the advertisement world and began to challenge, seriously, newspapers and other. Television became very controversial because it changed the role of radio, as it became the major source of in-home entainment since 1950¹⁵. The scientific nature of advertising perhaps has created a broad and wide room which impropriated the women folk and exploitation of their intricate characters and quality women traditionally are seen in terms of their appearance, sexually and domestic relations.

AN APPRAISAL OF NIGERIA MEDIA AS INSTRUMENT OF ERADIATING CORRUPTION IN NIGERIA (CASE STUDY OF NTA EFFECT ON OBASANJO’S ANTI- CORRUPTION CRUSADE)

 

ABSTRACT

This research work has investigated the media as an instrument in eradicating corruption. Using Obasanjo’s anti-corruption crusade (a case study of the Nigeria television authority)

The objectives of this work among other thing was to find out the problems that follow corruption and also to find out solution to the problems based upon which hypothesis were formulated.

The research work was carried out by using primary and secondary data like interview method, questionnaire personal observation and the review of related literature.

The literature reviewed include the journals, magazines, textbook periodical news papers lecturers, seminars. Response from the respondents show that the major problem in Nigeria is corruption like illegal ward of contracts, lobbying syndrome, indiscipline like brown envelope, godfathers, unpatriotic pracfraudster bad name and bloody practices etc. which promoted president Obascanjo to launch crusade against corruption after the military regime brining them to book for offence and punishment due for any offence committed without fear on favour of personality whereby he used Nigeria television authority for quick enhancement.

 

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

• Background of the study
• Statement of problem
• Objective of the study
• Significant of the study
• Research questions
• Research hypothesis
• Definition of terms
• Assumption
• Limitation of the study

CHAPTER TWO

REVIEW OF LITERATURE

• Sources of literature review
• How have
• What has the media done about review
• Summary of literature review
• Theoretical framework

CHAPTER THREE

RESEARCH METHODOLOGY

• Research method
• Research design
• Measuring instrument
• Data collection
• Data analysis
• Expected result

CHAPTER FOUR

4.1     Data analysis

• Summary of results/ findings
• Discussion

CHAPTER FIVE

• Summary
• Recommendation for further study
• Suggestion for further research

Reference

Appendix

Questionnaires

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

It is necessary to glorify the minds that made ventures to the establishment of media. Media as a watch dog and the mirror of the nation perform crucial roles in the society media educate entertain analyses interpret ,motivate, create avenue, to failure and to success. Media as well monitor evaluate and correct al wrong activities concerning human existence. It executive and recommends, encodes and decodes and ensure feedback etc.

Media is metaphoric when we termed it to be a watchdog of eh nation and as well the mirror through which the nation see and recognize itself. it is the importance of the media that place it to that position in that somebody cannot just get up and started printing or criticizing a nation or society without having in mind any channel of dissemination of his information whether good or bad informational concern sense to the target audience . It is therefore at this junction that journalist uses media aid to bring the nation what their society is like and how their government is like and how good or bad the personalities involved are like, then it is through this means that they will know what the are and how their activities moves whether it encourages the audience or discourage them.

It was through this mirror media the news that exposed the forgery certificate of Alhaja Salisis Buhari which he did at the University of Toronto Canada . the made president Obasanjo after taken over the government to launch crusade that will redress what he saw in the mirror . this made Alhaja Salisu Buhari to be brought down from his position of speaker of house representative

The media educate the ignorant it teaches them from known to unknown without it was when media publishes or air what people know that they will analyze was through media that people get to know what brought about the removal of Evans Ewerem from the position of senate president because of his falsification of age. The Nigerian media therefore exposes them, he evil operator of their evil deed and drag them down from the success to failure through mentoring of their movement and activities and evaluating and correcting their wrongs by disseminating it on air and preparing the audience to feedback recommending to the government the punishment that the deserve for the issue of awareness to be accomplished.

Furthermore, in Nigeria society, the role of broadcasters and the broadcast media, as agents of rural and motional development,, especially at the information dissemination, watchdog level, is now generally recognized and accepted by experts and policy maker alike. Also, a critical appraisal of the socio-economic development of he people of he world indicates that the sits a spectrum of levels of development of he people of the among he nation stake and that within a given country there also exist a spectrum of levels affluence poverty…

 

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